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U.S. Travel Association’s IPW is the leading international inbound travel trade show, driving $5.5 billion in future travel to the United States.

It is a national showcase of America, where U.S. travel exhibitors connect with travel buyers and media from more than 70 countries to promote their product, negotiate future business and build relationships. IPW secures America’s position as a foremost global travel destination by increasing international visitation and showing the world the best of what the U.S. has to offer.

Learn more about  The Value and Economic Impact of IPW

For more information or to register for IPW, visit www.ipw.com

About Brand USA 

As the premier sponsor of IPW, Brand USA looks forward to welcoming travel professionals from around the globe to IPW. As the nation’s destination marketing organization, Brand USA’s award-winning consumer campaigns inspire millions of people worldwide to visit the United States and experience its diverse destinations and attractions.

Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel, including creating jobs essential to the U.S. economy and fostering understanding between people and cultures. According to studies by Oxford Economics, over the past eight years Brand USA's marketing initiatives have helped welcome 7.7 million incremental visitors to the United States, benefiting the U.S. economy with more than $56 billion in total economic impact and supporting, on average, more than 45,000 incremental jobs a year.

Information about Brand USA and its award-winning campaigns and partner resources is available at  www.TheBrandUSA.com .

Information about the exceptional and unexpected travel experiences across the United States is available at  www.VisitTheUSA.com .

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6 Travel Trade Shows to Keep You at the Top of Your Game

August 17, 2018 by Matt Rulis

In the travel industry it’s vital to stay abreast of best practices, current trends, and customer preferences. There’s no better way to keep up with the competition than keeping a close eye on what they’re up to! Travel trade shows offer the chance to do just that, plus network, generate leads, and learn about and teach others about opportunities in the global travel market.

1. Global Business Travel Association

Global Business Travel Association (GBTA) is one of the biggest business travel expo events on the calendar, with 465 exhibitors and over 7,000 attendees from more than 50 countries.

This event is too good to pass up! But don’t take our word for it…

GBTA notes that 95% of travel buyer attendees say the event influences which suppliers they choose to work with. Seventy percent of buyers say they’re looking for new suppliers at GBTA, and those buyers choose an average of three new suppliers each.

The GBTA event offers a stellar education and speaker lineup every year, ensuring attendees always have something incredible to look forward to:

• Five days of general and education sessions in professional development, including the Global Leadership Program
• Curated speakers and experts in five main topics: the state of the industry, the future of work, sustainability, diversity equity and inclusion, and wellness and balance
• Three-day expo
• More than 100 educational events in both fundamental and advanced tracks, with GTP credits

The 2022 theme was: Reconnect, Reimagine, Recreate, the future of business travel, and 2022 speakers included:

• Lee Palmer Turner, Travel Manager of MGM Studios
• Beth Sullivan, Global Head of Travel for Bank of America
• JoeBen Bevirt, Founder and CEO of Joby Aviation

Previous years’ panels have included:

• Successful Women Leading in Business Travel
• Challenges of Security in Today’s Volatile World
• Turning the Tables – Buyers Take Center Stage
• The Impact of Industry Consolidation on Business Travel

In 2022, the GBTA Expo was held over August 14 to 17 at the San Diego Convention Center . This event is always a stand-out, and attendees and exhibitors are looking forward to bigger and better in 2023!

LEARN MORE:  https://convention.gbta.org/

2. IMEX America in Las Vegas, NV

IMEX America is a big deal in the business meetings sector of the global travel industry. This event is immense, with 2.25 million square feet of exhibition space and more than 2,200 exhibitors from over 190 countries.

IMEX America also includes:

• More than 3,400 buyers and decision-makers from over 130 countries – More than two-thirds of hosted buyers have budgets over $1 million.
• Over 200 education and networking events – These include small-group sessions, expert clinics, research groups, and seminars.
• Previous keynote speakers have included Phil Hansen, Julius Solaris, Kelly McDonald, Michele Gielan, and Paul Smith.
• A free online appointment system to help you schedule meetings and events
• Smart Monday, an IMEX-hosted event for all registered attendees – Smart Monday (October 10) is a day of free education and networking and social events.

In 2022 IMEX America runs from October 11 to 13 at Mandalay Bay in  Las Vegas . The keynote lineup will be revealed any day now, so make sure to keep checking the event website.

LEARN MORE:  https://www.imexamerica.com/

3. World Travel Market in London, UK

The World Travel Market London is one of the world’s biggest international travel industry events, generating around $3.4 billion in business for its 40,000+ attendees and exhibitors. In 2022 the event will showcase the changes that the travel industry has undergone in the last two years and how the new consumer market has reshaped the industry from the ground up. It promises to be a hugely exciting event, full of potential for attendees and exhibitors alike.

In 2022 the World Travel Market London is at the Exhibition Center London from November 7 to 9.

LEARN MORE: https://www.wtm.com/london/en-gb.html

4. Travel & Adventure Show® in Los Angeles, CA

LA’s Travel & Adventure Show is geared towards the world travel and tourism industry. The exhibitors include travel vendors, tour operators, and other customer-facing professionals. For exhibitors, it’s a prime chance to interact with large numbers of consumers and build brand awareness.

The LA Travel & Adventure Show is one of the country’s biggest consumer travel events, with tens of thousands of visitors every year. This travel expo features more than 350 worldwide destinations, and even more vendors. There are also door prizes and giveaways, educational seminars, cultural demonstrations, and other family-friendly activities. And in 2023 some of the world’s best-known travel celebrities will be in attendance, including:

• The Points Guy Brian Kelly
• Peter Greenberg
• Pauline Frommer
• Wendy Alexander

It’s the perfect tourist trap for travel-loving people of all kinds—and a must for consumer-oriented vendors.

The LA Travel & Adventure Show runs from February 18 to 19, 2023 at Los Angeles Convention Center (South Halls JK) in  LA .

For exhibitors looking for opportunities in other parts of the country, don’t forget that The Travel & Adventure Show is itself a traveling show! The full series of events also includes shows in Boston, Chicago, Dallas, Washington D.C., Denver, Atlanta, and New York, plus San Diego and San Francisco. Most are returning in 2023, with dates in the first quarter.

LEARN MORE:  https://travelshows.com/shows/los-angeles/

FULL SHOW SERIES: https://travelshows.com/shows/

5. International Travel Goods Show in Las Vegas, NV

The International Travel Goods Show features over 200 exhibitors and 4,800 attendees from more than 35 countries. It’s the world’s biggest travel products expo, and this makes it  the  place to go for vendors and buyers in the travel merchandise industry. This trade fair is hosted by the Travel Goods Association, which includes manufacturers, distributors, suppliers, and retailers of travel products, consumer and business luggage, and business and travel accessories.

The event features 2,000 product lines and 40,000 products, and every year it sets tones and trends for the travel seasons to come. With products for everyone from solo backpackers to adventure-seekers to tourists and business travelers, this event offers opportunities for travel goods vendors and buyers of all stripes.

The next International Travel Goods Show is scheduled for April 2 to 3 in 2023 at the Las Vegas Convention Center.

LEARN MORE:  http://thetravelgoodsshow.org/

6. U.S. Travel Association’s IPW®

IPW showcases the best of the U.S. and works to strengthen the country’s reputation as a leading travel destination. This event is the U.S.’s biggest inbound travel industry trade expo, resulting in $5.5 billion in travel into the country. It attracts over 6,200 travel professionals, and more than 100,000 business appointments are made at this one event.

Planning is underway for the 2023 event, and if previous events are anything to go by, it will be a big one! Expect thousands of exhibitors and attendees, including domestic and international buyers and travel journalists from over 70 countries and 1,000 travel organizations.

To prepare for the show, exhibitors and attendees can use the IPW Online Marketplace for virtual networking and pre-event research.

The 2023 U.S. Travel Association’s IPW will run from May 20 to 24 at the Henry B. Gonzalez Convention Center in San Antonio, Texas .

Ensure Your Success at Your Next Travel Trade Show!

If you’re exhibiting at any of these travel events, prepare for success by registering early to get your pick of locations on the floor. With an  attention-grabbing exhibit design  and your marketing message perfected, you’ll generate all the leads you can handle!

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Exhibit at the largest trade show for the business events industry. Gain access to thousands of buyers with significant spending power.    Exhibitor benefits:

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The largest trade show for the business events industry

IMEX America is the largest trade show for the global meetings, events and incentive travel industry.  Our award-winning show brings the meetings industry together to do a year’s worth of business under one roof. Suppliers and buyers from every sector of the meetings industry come together at IMEX, held at Mandalay Bay, Las Vegas. It’s free to attend, and our four-day program offers specialist education, networking and much more, on and off the trade show floor. Let’s go! Discover why IMEX America is your work smarter choice

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2024 Travel Trade Shows Unleashed: A Guide for Tour Planners

Industry News , Magazine Features

Travel trade shows throughout 2024 promise to bring innovative insights and creative collaborations to help decode the future of travel

In the dynamic realm of travel, 2024 boasts a constellation of trade shows expected to shift the industry paradigm. As we stand on the cusp of innovation, these events emerge as the epicenters for industry leaders and peers to engage with and learn from one another.

From mind-blowing new AI technologies to sustainable practices shaping future exploration, the upcoming events are poised to be incredibly transformative. Take a journey through the corridors of industry knowledge, make new connections and discover where new synergies and impactful narratives will help define the trajectory and future of travel.

ABA MARKETPLACE 2024

IN ATTENDANCE

This conference is an excellent way for motorcoach and tour operators, as well as travel industry suppliers, to kick off the new year.

SHOW DETAILS

This appointment-based show highlights four key elements of what ABA Marketplace offers:

• The most qualified business opportunities
• Highest ROI
• Strategic, high-quality education
• Invaluable network

These will assist tour operators and industry suppliers in getting a great return on their investment.

Vetted business opportunities for itinerary solutions are offered to attendees with one-on-one professional appointments. Additionally, quality tour products are provided to buy and sell. They also offer quality seminars led by top national speakers and industry professionals, lending to a high-quality education. Furthermore, ABA Marketplace provides an invaluable network and opportunities to develop business relationships with fellow tourism colleagues.

ABA Marketplace 2024 will be held at the Music City Center in, you guessed it, Nashville, Tennessee. Music City Center is an impressive 2.1 million-square-foot convention center located in the heart of Downtown Nashville.

Saturday, January 13 – Tuesday, January 16, 2024

Register early for your place at the conference, as the event is an appointment-based show. Registration and pricing information can be found on their website ( https://marketplace.buses.org/registration/registration-pricing/ ).

IITA 2024 SUMMIT

Attendees include inbound tour operators, buyers, DMOs and hotels, attractions, activities, transportation, and restaurants

The 2024 summit will begin with a welcome reception where inbound tourism colleagues can introduce themselves and mingle. Events are scheduled throughout the four-day conference. These include breakout sessions, speed networking appointments and multiple specialized forums. In addition, breakfasts and luncheons fill portions of the conference followed by a closing reception, dinner and a dance.

The event will be held at the Renasant Convention Center in Memphis, Tennessee. In fact, it is conveniently located a skywalk away from your lodging at the Sheraton Hotel Downtown close to popular Beale Street.

Sunday, February 11 – Wednesday, February 14, 2024

Find out more at https://inboundtravel.org/summit/event-schedule/

“Our Summit is an intimate gathering of those involved in international inbound travel to the U.S. The Summit includes a speed-networking marketplace where inbound operators meet with their DMO and supplier partners. While the business conducted is important, the main attraction is really our robust education program focused on the most timely and relevant topics, like recovery progress, sustainability, and emerging – and re-emerging – markets.” – Lisa Simon, CEO/Executive Director

HERITAGE CLUBS | PEER GROUP CHICAGO 2024

The annual group travel trade show is a must-attend event for travel industry partners and bank club directors. Partners like destinations, suppliers and travel or bank vendors who market to bank clubs have opportunities to connect with and learn from fellow colleagues.

“Navigating the future of bank travel” is the motto of Heritage Clubs International, a top bank marketing organization in North America. They offer members exclusive educational programs, networking events and cutting-edge resources.

Bankers can engage in insightful sessions uncovering strategies for financial industry banking relationships. Networking opportunities and customized solutions help banks with specific needs and future growth. Partners in attendance will have exclusive access to Bank Travel Club directors who are seeking new attractions and destinations. One-on-one appointments between directors and partners are guaranteed.

In addition, PTO Showcases will include premier sponsors like Collette, GoNext and Hospitality Tours.

Chicago is the symbol of unity and resilience, so it’s no wonder why Heritage Clubs is holding its Peer Group Conference 2024 in the Windy City. You won’t have to go far when you step off the plane at Chicago’s O’Hare International Airport. The conference is at the renowned Hilton O’Hare Hotel, conveniently located right in the airport.

Monday, February 26 – Friday, March 1, 2024. For more information, visit https://www.heritageclubs.com/PeerGroup2024 today.

“During the week bank club directors from across the country will be hearing from professionals across the travel and banking industries, as well as collaborating and learning from each other about the best ways to grow and manage their Clubs. Heritage Clubs is inviting any and all bank travel club directors to join them in the Windy City and learn about the future of Bank Travel.” – Michael Ziegler, Marketing Director

CIRCLE WISCONSIN MIDWEST MARKETPLACE

Tour Operators, Travel Planners and Suppliers from across the U.S. and Canada will be in attendance at the annual Midwest Marketplace.

Tour operators and planners interested in touring the Midwest region will have opportunities to network with regional group-friendly suppliers. During three appointment sessions, tour operators can mingle with over 90 group-friendly suppliers from the Midwest. Additionally, suppliers from around the Midwest states of Wisconsin, Minnesota, Michigan, Indiana, Illinois, Iowa and North and South Dakota will attend and meet with more than 35 planners and operators in 6-minute appointments.

Additionally, tour operators and planners can join the Post Marketplace FAM Tour of the Lake Winnebago region after the conference concludes.

Midwest Marketplace will be held at the Radisson Hotel & Conference Center in Fond du Lac, Wisconsin.

Sunday, April 14 – Monday, April 16, 2024

Visit https://midwestmarketplace.org/ for details.

Kick off the annual Accent Travel Network’s West Conference with a tour of the host city of Branson, Missouri, on an exciting FAM Tour.

ACCENT TRAVEL NETWORK | ACCENT WEST CONFERENCE

Tour operators and suppliers from around the country will gather together to collaborate and grow their businesses.

Kick off the annual Accent Travel Network’s West Conference with a tour of the host city of Branson, Missouri, on an exciting FAM Tour. Afterward, enjoy a Welcome Reception followed by two days of conference events. Begin with a keynote speaker and a panel discussion. Next, the floor opens up for one of the most anticipated travel trade shows of 2024. Other activities include brainstorming sessions between operators and suppliers. There will also be opportunities to create itineraries with the help of fellow colleagues. Dinner and entertainment cap off the evening with presentations of itineraries and a best practices session concluding the Accent West Conference.

Branson, Missouri is the host city in 2024 at the Hilton Branson Convention Center. It is conveniently located across the street from Branson Landing full of shops and restaurants and 15 minutes from the Titanic Museum.

Monday, May 6 – Friday, May 10, 2024

Find out more at https://accenttravelnetwork.com/accent-west

“Big business is done in small groups and Accent West is a perfect example,” says Sue Arko, Project Manager for Accent Travel Network. “Delegates really get to know each other while discovering the cultural and historical treasures of the area. Relationship building and the sharing of best practices are what make the Accent brand so popular. We provide insight into other’s challenges along with solutions.”

Expand your business opportunities at the annual Travel Alliance Partners (TAP) Conference in Southern Indiana.

TAP DANCE BY BREAK THE ICE MEDIA

TAP partners and tour operators will attend with suppliers from around the country in a two-day, all-access event.

Expand your business opportunities at the annual Travel Alliance Partners (TAP) Conference in Southern Indiana. A distinctive facet of TAP Dance lies in its innovative approach to orchestrating supplier meetings with TAP tour operators. Each supplier attendee is thoughtfully assigned to regional groups, comprising 3-4 industry peers. Meetings last 25 minutes with engaging and focused discussions with TAP tour operator partners. During this time, suppliers can showcase their products or areas in a personal atmosphere for increased promotion throughout the TAP network.

The conference will be held at the Sheraton Louisville Riverside Hotel in Jeffersonville, conveniently located just across the bridge from Louisville. It’s also close to many area attractions including Fourth Street Live and Waterfront Park.

Sunday, June 9 – Tuesday, June 11, 2024

For more information, visit https://www.tapintotravel.com/events/tap-dance/

“TAP Dance celebrates the collaboration opportunities between tour operators and their suppliers (destinations, attractions and travel product suppliers). Suppliers will meet with each TAP tour operator and discuss how best to bring business to their area. Many attendees tell us that this conference is a highlight each year as it is a perfect blend of productive business discussions, relationship-building fun and an opportunity to experience the best of our host region.” – Lisa Doerner, Executive Director

ATTA AdventureELEVATE North America 2024

Tour guides and operators, travel advisors, destination marketing and management professionals, travel media representatives and accommodation providers will be in attendance.

Meet with experienced business and media professionals who can assist in promoting and selling your adventure travel experiences. Collaborate with fellow operators and ATTA members during three hours of dedicated meetings. Additionally, up to 17 sessions offer the chance to connect with potential business partners. Navigate the ATTA Marketplace with your ATTA Compass, which allows you to create a profile and indicate your preferred meet-and-greet. Your pre-matched conference schedule of appointments means that everything is tailored to you and your business.

Explore Asheville, North Carolina, during a stay at the Renaissance Ashville, a AAA, three-diamond hotel in the Historic Downtown. Enjoy comfortable suites with breathtaking expansive mountain views and popular nearby attractions.

Tuesday, June 11 – Thursday, June 13, 2024

Go to https://events.adventuretravel.biz/adventureelevate/north-america-2024 for more details.

Arival 360 | San Diego

Solutions-focused creators and sellers of tours, activities, attractions and in-destination experiences.

Join Arival 360 in San Diego for an “out-of-the-box” approach to traditional travel conferences. Arival is focused on helping you learn how to expand your business, join a franchise and grow direct bookings from industry leaders. Ascertain insights into new AI technology and tools that are transforming the in-destination experiences sector.

This is the only travel trade show by and for the in-destination experiences industry. Therefore, they understand exactly how to help you propel your business forward. Topics covered include mastering dynamic pricing strategies and digital marketing. Others include sustainability in travel and DEI. Keynote speeches, from industry professionals, technical workshops and peer-to-peer exchange panels round out the conference.

The host hotel, Town and Country Resort is centrally located in Mission Valley, close to luxury shopping, golf, world-class beaches and attractions.

Monday, September 30 – Thursday, October 3, 2024

For more information, visit https://arival.travel/event/2024-san-diego/ today.

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6 Travel Conferences You Must Attend in 2023 – 2024

After two years of darkened hotel ballrooms and piles of chairs locked up in conference room corners, the lights are finally switching on. The cobwebs have been swept away, experts contacted, and now the digital ads are in full swing. Travel trade shows are back and with them, enormous opportunity.

Travel agent events like conferences connect travel professionals from around the world to share knowledge, meet vendors and create new partnerships. And let’s be honest, it’s about time we abandon our desks and computer screens and see the world.

That said, below are 6 travel agents trade shows and conferences coming up in 2023-2024 to inspire you with exciting new ideas and help you expand your business vision.

1. Adventure Travel World Summit; Hokkaido, Japan

Do you sell adventure? Or are you looking to pivot into that niche?

The Adventure Travel Trade Association (ATTA) sponsors a summit every year for tour operators, travel writers, industry partners and tourism boards who are involved in the adventure travel industry. But it’s much more than a conference. Summit participants join offsite trips in addition to hearing from keynote speakers, maximizing endless networking opportunities, sharing industry information and pitching new story ideas during Media Connect sessions.

The ATTA has already reserved Hokkaido, Japan for September 2023. The event will include adventures into the surrounding wilderness, business meetings and networking opportunities, and time for travel leaders to connect.

2. FITUR 2024; Madrid, Spain

FITUR is an International Tourism Trade Fair organized by IFEMA MADRID. In January 2022, Fitur hosted 600 exhibitors from 107 countries and welcomed over 100,000 visitors. Fitur serves as a meeting place for tourism professionals from around the world. It’s also the leading trade fair for inbound and outbound markets in Latin America.

Fitur targets both mass tourism and niche markets, showcasing new sectors each year as the tourism industry becomes more diverse. It also presents cutting edge technology including artificial intelligence, smart tourist destinations and big data.

Fitur will hold its 44th tourism trade show from January 24th – 28th, 2024. Targeting hotel chains, agencies, tour operators, technological companies, suppliers, transportation and institutions from around the world, Fitur 2024 will focus on how to strengthen post pandemic tourism and how to generate new business opportunities.

3. ITB 2024; Berlin, Germany

ITB takes place at the Berlin ExpoCenter City exhibition center. With more than 10,000 exhibitors, ITB is the largest convention in the travel industry. The convention presents informational stands on countries, destinations, hotels and tourism associations as well as on specialist suppliers, booking systems and transport operators. ITB is a platform for B2B travel industry leaders to meet and network.

ITB’s event will take place in Berlin from March 5th – 7th, 2024. The guest country of ITB 2023 will be Georgia.

4. IPW; San Antonio, Texas

How about a trip to the USA?

US travel exhibitors convene once a year in San Antonio, Texas for the U.S. Travel Association’s IPW international inbound travel trade show. At IPW, US travel exhibitors connect with travel buyers and media from more than 70 countries to share their products and build new business relationships. IPW showcases the American travel industry to its international visitors to promote and increase tourism in the USA.

The U.S. Travel Association’s IPW is the leading international inbound travel trade show. The next convention will take place from May 20th-24th, 2023.

5. ETOA’s Global European Marketplace (GEM); London, UK

For ETOA members only, GEM is ETOA’s annual travel trade event. Not just another tour operators’ event, here tourism suppliers meet new leads and reconnect with existing business contacts. With preset appointments based on business profile and goals, buyers and suppliers meet one-on-one throughout the event.

Participants also attend educational and networking sessions. Close to 400 global and intra-European buyers are invited to GEM’s upcoming event, which will take place from November 2nd – 3rd, 2023 in London, UK.

6. Travel Expo-Travel and Adventure Show

Looking for an excuse to visit a metropolitan center in the USA?

The Travel and Adventure Show is a traveling expo, which will meet in 9 different cities across the USA in 2023 including Chicago, Boston, NY, Washington DC, Los Angeles, Denver, San Francisco, Atlanta and Dallas.

For tour operators, travel agents and tourists alike, the Travel and Adventure Show gives travel companies the opportunity to maximize their marketing and sales by presenting to prescreened audiences. Buyers can obtain the most up-to-date travel and itinerary options, safety protocols directly from the source.

In addition, visitors can attend one or more of the dozens of educational and informational travel workshops that take place throughout the day.

Travel trade shows: are they worth attending?

The last two years wreaked havoc on the travel industry. According to the World Tourism Organization (UNWTO), global tourism experienced its worst year on record in 2020. Destinations worldwide suffered a decrease by one billion in international arrivals as compared to the previous year due to the massive drop in demand and the serious travel restrictions.

But with travel restrictions lifting, the travel industry is returning in full force. According to a recent Pulse survey , 73% of business travelers agree that a general increase in business travel is extremely likely and 62% anticipate an increase in their own business travel compared to 2021.

With demand on the rise, it behooves any travel professional to continue networking, building strategic relationships and marketing their products in person at travel trade shows. If the expense was worth it to you in the past, then now, in the current travel industry, the ROI should prove to be even greater.

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Travel Trade Shows 2023 for Tour Operators

As 2023 rapidly approaches, tour operators around the world are looking for ways to stay ahead in the travel industry. To help them get a jumpstart on their plans and make sure they don’t miss out on any key opportunities, we have curated a thorough list of the 2023 travel trade shows and conferences that will be taking place throughout the year.

From cities such as New York, London, Berlin, and Las Vegas to far-flung destinations such as Cairo, Tokyo, and Rio de Janeiro – these travel trade shows bring together some of the best minds in tourism from around the world.

Exhibitors at each event include keynote speakers discussing current trends in travel marketing and sales strategies; entrepreneurs who can give insights into how best to develop new products; sustainability experts sharing tips on how destinations can remain green even during periods of immense growth; plus plenty more advice for those seeking inspiration for their tours or businesses within this ever-changing industry.

So if you’re an ambitious and dedicated tour operator ready to grow your business or expand into exciting new markets this coming year – make sure you check out our comprehensive list below to find all of the key events happening throughout 2023!

To make it easy for you to find the best match, we’ve arranged travel trade shows by month and highlighted key topics and industries that can help you decide which show is best for you. 

What is a Travel Trade Show?

Travel Trade Shows are large-scale events that bring together professionals from across the travel industry. They are designed to provide a platform for travel companies, tour operators, hotel chains, and other related businesses to come together and share ideas, network and showcase their products and services.

Attending travel trade shows is an ideal way for travel professionals to gain insights into current trends in the industry, connect with potential partners, and forge new connections with customers.

What is the main purpose of a trade show?

Attending travel trade shows is an invaluable opportunity for tour operators to get ahead of the competition and ensure that their business stays on top in the ever-evolving travel industry.

Here are just a few reasons why tour operators should consider attending these events:

• Discover new destinations, itinerary options, products, and services
• Network with potential partners and customers
• Meet industry experts who can help tour operators expand their business
• Learn about the latest trends in tourism marketing and sales strategies
• Stay up to date on new technologies and sustainability initiatives
• Find out about the latest opportunities in travel and tourism
• Get inspired for fresh ideas for their tours or business

What is the difference between a trade show and a conference?

A trade show is an event centered around a particular industry or sector, during which organizations and businesses can showcase their services, products, itinerary options, and technologies to prospective customers and partners.

During a trade show, exhibitors will typically have booths set up where they can market their offerings and establish relationships with new leads and potential buyers. Trade shows often run over multiple days and usually include seminars on safety protocols, keynote speeches, informational travel workshops, and other educational activities.

A conference is an event that focuses on a specific topic or theme related to the industry in question. It can involve presentations from industry experts and panel discussions on topics of interest. Conferences are often used as an opportunity for professionals within the sector to discuss current trends and best practices.

Upcoming 2023 Travel Trade Shows and Conferences

We've carefully sorted travel trade shows and conferences by month and highlighted the topics and industries that will benefit your tour business the most. Some have two and even up to eight events scheduled for this year, so we listed all their events under one subheading for easier navigation.

So without further ado, here is a comprehensive list of all the travel shows taking place in 2023 around the world.

Arival Events for 2023

• January 5, 2023 - Insider Pro Meetup January (Virtual Event)
• March 5-7, 2023 - ARIVAL 360 | BERLIN (In-person)
• June 12-14, 2023 - ARIVAL | ACTIVATE BANGKOK (In-person)
• October 9-12, 2023 - ARIVAL 360 | ORLANDO (In-person)

Arival Travel is the talk of the travel industry, renowned as the ultimate resource for anyone working in space.

At Arival, you'll get more than just keynotes from industry superstars.

There are also informational travel workshops and panels to fill out your toolkit with business basics such as channel management, dynamic pricing strategies, and digital marketing.

Plus, Arival's program of forward-thinking talks explores sustainability and DEI initiatives that apply to your business—gleaned from on-the-ground experts with firsthand experience.

Arival is more than just an event—it's a guarantee of up-to-date insight that will drive your business forward.

Read: Take Your Tours and Experiences Business to the Next Level With These Arival 360 Insights

Skift Megatrends: Defining Travel in 2023

• January 10 – New York City & Online
• January 11 – London (In-person)

Skift Megatrends is back bigger and better than ever, with exclusive insights from top travel experts around the globe to help guide the industry through an unpredictable post-pandemic world.

Skift Megatrends 2023 will unpack the trends that will shape the next two years; a much-needed resource as we navigate major shifts in consumer demand and industry innovation.

Tune into Skift’s latest reporter briefing series to get ahead of what‘s coming and prepare businesses for success in 2023.

Reserve your spot on Skift's website.

• January 18-23, 2023
• Madrid, Spain

Fitur 2023 is going to be the biggest travel and tourism event of the year!

Building upon Fitur as a leading trade fair for inbound and outbound markets in Latin America, this year’s Fitur will make sure to cover all things related to the future of technology and business in tourism.

From destination management, cruises, internationalization, and beyond — Fitur 2023 will focus on finding solutions that help strengthen travel and tourism post-pandemic for the inbound and outbound markets anywhere in the globe..

Register for Fitur 2023 through their website here.

IMPACT Sustainability Travel & Tourism

• January 22-25, 2023
• Victoria, Canada

IMPACT 2023 is set to be a game-changer for sustainable tourism development across Canada. The initiative seeks to bring together the best of industry, research, and the public sector to create innovative solutions that will help protect our unique Canadian nature while ensuring destinations and communities can benefit from responsible tourism.

Together, IMPACT 2023 will drive inspiring collaborations to ensure positive change, rooted in science and innovation to demonstrate sustainable strategies that can be replicable nationwide.

Register for IMPACT 2023 through their website here.

Travel & Adventure Shows

• January 14-15, 2023 - Chicago
• January 21-22, 2023 - Boston
• January 28-29, 2023 - New York
• February 4-5, 2023 - Washington DC
• February 18-19, 2023 - Los Angeles
• February 25-26, 2023 - Denver
• March 25 - 26, 2023 - Atlanta, Georgia

America's favorite travel show, The Travel and Adventure Shows is coming to 8 cities across the USA in 2023! The showcase will travel to Chicago, Boston, New York City, Washington DC, Los Angeles, Denver, Atlanta, and Dallas - giving tour operators and travel agents the perfect platform to market their services directly to consumers.

The Travel and Adventure Show is North America’s go-to event for anyone wanting to explore new destinations, get the latest info on their next trip, or connect with some of the world's leading global travel providers. The event allows travelers to plan an unforgettable trip and receive invaluable advice from industry experts in a single day.

The combination of exciting destinations, valuable insight, and the chance to talk directly to representatives from various operators makes The Travel and Adventure Show a must-attend event for anyone looking for their next great getaway!

Click here to buy tickets directly from TAS' Website.

ETOA 2023 Events

• Britain and Ireland Marketplace 2023 : January 27, 2023 - London
• The Nordic Marketplace 2023 : February 21, 2023 - Copenhagen
• ETM - North America 2023 : March 21, 2023 - Virtual
• Destinations Exchange Europe 2023 : June 12-13, 2023 - London
• Global European Marketplace 2023 : November 2-3, 2023
• European Travel Marketplace | Asia Pacific: November 21, 2023

ETOA provides an exclusive platform for global European travel professionals to network and drive their businesses forward with the ETOA Annual Marketplace.

In 2023, ETOA has taken it a step further by delivering an extensive range of webinars beyond the traditional meet and greet - providing drop-in sessions, facts and figures, expert panels discussing destination recovery plans, and even origin market insights!

ETOA is a powerhouse of opportunities - giving buyers and suppliers alike the chance to make valuable connections, so don't miss out on this valuable opportunity to propel your business forward.

Know more about ETOA Events 2023

• March 7-9, 2023
• Berlin, Germany

ITB Berlin 2023 is the ultimate destination for travel professionals and pioneers, where trends are made and valuable connections are formed!

Change is THE buzzword of ITB this year, as it slowly begins to re-emerge from a global pandemic. ITB Berlin is the world´s biggest travel show and convention enabling global leaders in the industry to take action on the reunification of in-person travel experiences.

ITB is bursting with opportunity, so don't miss out - get ready to join your fellow professionals on their mission to make tourism great again at ITB Berlin 2023!

Visit the ITB website for tickets and exhibitions.

Las Vegas Travel Agent Forum

• March 31 to April 3, 2023
• Paris Las Vegas Hotel & Casino, Las Vegas, Nevada

Las Vegas Travel Agent Forum is your ultimate destination to discover the magic of travel. Put yourself in the thick of the action, engaging with top professionals from the industry.

Immerse yourself in a global marketplace of vacation experiences and enjoy exclusive business resources designed to enhance your enterprise. With limited space available, this B2B leisure travel agency program brings together an incredible 360-degree approach to networking, education, and business opportunities. 

Visit their website for tickets and booth registration here.

World Travel Market (WTM) Africa

• April 3-5, 2023
• Cape Town, South Africa

World Travel Market Africa is the premier platform for meeting, networking, doing business, and growing in the travel industry.

With over 6,000 representatives from around the African continent each year, World Travel Market Africa presents a unique opportunity for companies to make contacts, launch new products and services, raise brand awareness, size up the potential competition, conduct market research, and gain press coverage.

As part of one of the most influential events in the global travel sector – including WTM London and Arabian Travel Market Show (See below)– World Travel Market Africa is dedicated to helping businesses drive commercial success and accelerate growth.

Register with WTM Africa here.

International Conference on Food, Tourism and Destination Management

• April 13-14, 2023
• Rome, Italy

If you live and breathe food, tourism, and destination management, mark your calendars - the International Conference on Food, Tourism, and Destination Management is here!

This incredible event provides a platform for like-minded professionals to exchange experiences and research results, as well as discuss the most innovative trends from their respective fields.

Here’s your chance to attend hands-on sessions on relevant topics and gain insight into practical challenges that field experts have encountered – all that in one jam-packed conference!

Know more about registration here.

Arabian Travel Market Show

• May 1-4, 2023
• DWTC Dubai, UAE

Get ready to travel the world from Dubai! Arabian Travel Market Show is an international tourism event offering something for everyone – from tour operators and hospitality providers to tech trends and attractions – all to demonstrate potential in the Middle East.

Come 2023, this event will be one worth looking forward to; it will focus on creating net zero impact while exploring sustainable travel trends that shape business strategies. Get ready to set off on a green journey with Arabian Travel Market Show!

Take part, register, and know more about ATM-Dubai here.

U.S. Travel Association’s IPW

• May 20-24, 2023
• San Antonio, Texas

IPW is the best of the best when it comes to international inbound travel. It's an event that brings together US exhibitors, buyers, and media from 70+ countries to collaborate on promoting America as a top global destination.

What makes IPW so successful is that it creates business opportunities while driving $5.5 billion of future tourism into the US - it shows potential travelers all the amazing places they can visit! For businesses that have partnerships with the U.S. travel industry, IPW presents a unique opportunity to host international meetings and show their product to foreign marketers.

As far as sure-fire ways to get Americans out exploring their own country and prospects from overseas wanting to holiday here, IPW is your go-to ticket!

Register for IPW 2023 here.

International Luxury Travel Market (ILTM) Asia Pacific

• May 9-12, 2023 - São Paulo, Brazil
• June 19-22, 2023 - Marina Bay Sands, Singapore
• September 18-21, 2023 - Baha Mar, The Bahamas
• December 4-7, 2023 -   Cannes, France

If you're a luxury travel connoisseur in search of brand-new partnerships or need to stay in the know on industry developments, ILTM Events is where it's at. 

From connecting with like-minded advisors and brands to learning about the latest trends and developments, ILTM has got you covered.

Every event offers premier access to a unique selection of luxury travel brands, personalized meetings, and networking opportunities - all of which take place at their global flagship events in Cannes, Asia Pacific, and core locations such as Arabia, Latin America, and North America. Plus they have an extra special event dedicated just to Africa - ideal for finding everything you need to know about luxury travel in this area!

Business Travel (BTN) Show Europe

• June 28-29, 2023
• London, United Kingdom

Business Travel (BTN) Show Europe is the ultimate networking paradise for professionals in the travel and tourism industry. Who wouldn't want to get their hands on vital insights from top executives?

This annual extravaganza brings its attendees a wide array of keynote speakers and topics, ranging from sustainable travel, diversity, behavioral economics, and traveler management.

With such an amazing lineup every year, Business Travel (BTN) Show Europe is the one place to be for any travel industry professional wanting to experience the latest trends, benchmark other companies’ strategies, and acquire relevant information from experts in their field!

Sign up for updates and register for interest here.

Destinations International Annual Convention 2023

• July 18-20, 2023
• Dallas, Texas

If you work in the travel industry, you know that the last few years have been a real ride. From the COVID-19 pandemic to social unrest and budget cuts, these ever-changing times mean that all destination management professionals are constantly adapting.

That's why it’s great that Destinations International Annual Convention 2023 is happening!

Grab your ticket ASAP for valuable insights from representatives in the field on recovery strategies, networking opportunities with peers, and more. It’s the perfect place to gain new knowledge about this rapidly changing industry.

Keep posted for convention updates on their website.

Adventure Travel World Summit

• September 11-14, 2023
• Hokkaido, Japan

The upcoming Adventure Travel World Summit is set to be the event of the year for adventure travel professionals. The ATTA Community is bringing this unique experience to Asia, with an estimated 800 attendees gathering from around the world to explore, network, and promote the best of adventure travel.

From inspiring keynotes and enlightening panel discussions to a bustling international marketplace showcasing content from new destinations across Asia, a Day Of Adventure offering up immersive experiences and MediaConnect Sessions providing a networking platform for pitching ideas — get ready for The Adventure Travel World Summit in Asia!

See more event information and registration details.

Digital Travel Summit US 2023

• September 12-13, 2023
• Hilton Head Island, South Carolina

Digital Travel Summit US 2023 is the premier event for travel executives to ignite their customer journey - and you don't want to miss out!

Get savvy insight from top minds in hotel chains, OTAs, airlines, and transportation companies, as well as other industry players on how to optimize personalization and elevate your online strategies.

With Digital Travel Summit allowing you to connect with 300+ leaders committed to shaping the travel industry of tomorrow, you'll obtain the necessary weapons to WIN THE BOOKING each time. 

Know more about Digital Travel Summit 2023 here.

IFTM Top Resa

• October 3-5, 2023
• Paris - Porte de Versailles

IFTM Top Resa is an essential gathering for anyone in the French tourism industry. With over 32,000 experts and 1,700 companies attending annually, IFTM Top Resa has become the best in its class.

The show's villages are impressively organized into 21 different themes of exhibition space that are sign-posted to make it easy to find just what you're looking for.

IFTM Top Resa is the number one event in France with a plethora of potential business opportunities. This year is sure to be no different!

Sign up for updates here.

IMEX America

• October 17-19, 2023

IMEX America is the award-winning showcase that brings together all corners of the meetings industry - during IMEX professionals from all sectors meet, network, and do business.

Held at Mandalay Bay, Las Vegas IMEX hosts four days full of fun - you'll get to attend specialist education sessions and meet up with industry leaders all for free! Plus there are plenty of networking opportunities, both on and off the trade show floor.

Register your interest and sign up for free here.

• October 25-27, 2023
• Marina Bay Sands, Singapore

ITB Asia is a unique tourism experience that sets itself apart from all others. With over 11,000 participants in attendance at its hybrid BtoB and BtoC gathering on the Asian continent, ITB Asia gives attendees an unbeatable insight into the industry.

The event is particularly ideal for those companies looking to grow their business in the east, as 70% of buyers hail from Asia.

ITB Asia has also gained a reputation for its efficiency when it comes to business opportunities – over 22,000 meetings were registered during last year's conference alone!

ITB Asia is truly a must-attend event if you want your profile on the rise in the east.

Register and know more about ITB Asia here.

• November 28-30, 2023
• Barcelona, Spain

IBTM World is the place to be for businesses in the meetings, incentives, conferences, and events industry.

Each year, this event brings together 15,000+ industry professionals from across the globe to establish meaningful connections with 3,000+ destinations and suppliers. IBTM World fosters innovative experiences to guarantee customers exceptional results by providing key industry insights, unparalleled networking opportunities, and more.

Join IBTM World to be part of an inspiring event and discover how collaborations can help create better business outcomes!

Register your interest here.

• November 6-8, 2023
• ExCel, London

WTM London is the must-attend event for anyone in the travel industry!

As the leading international travel event, WTM London allows tourism professionals to unlock business opportunities inbound and outbound as well as connect with other global players.

The premier location brings accommodation and hospitality, renowned destinations and attractions, innovative travel technology providers, airlines, and world-class travel buyers under one roof.

WTM London is also a great chance to showcase your brand and services to a large international press by attending interactive events year after year.

See the latest updates on their website.

As we move into the new year, it's time to start thinking about which tourism trade shows and conferences you'll attend in 2023. Attending these travel events is a great way to stay up-to-date on current trends in the tourism industry, connect with potential partners, and build relationships with customers.

Whether you're interested in Adventure Travel , Culinary Tourism, or Sustainable Tourism , we have a trade show for you. We've sorted through all of the upcoming events and highlighted the ones that will be most beneficial for your tour business. 

Start planning now for a productive and successful 2023! ‍

Read our new blog? Get to know the latest travel trends in2023.

Run your Tours, but Easier

Are you a tour operator or event organizer looking to improve the efficiency of your reservations and management system? Look no further! TicketingHub is an online booking and reservation system designed to save you time and money.

With the power of automation , it allows you to concentrate on what matters most: creating awesome tours and providing great experiences for your customers!

From centralized management down to streamlining operations, TicketingHub has all the tools necessary for you to elevate your business in the travel industry. Get ahead today with TicketingHub!

Free demo here.

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Travel Trade Shows for Travel Trade Professionals

The tourism industry has so many different groups who all work together to provide awesome travel experiences to a world full of domestic and international travelers – the ultimate end consumer of the travel product. How do so many millions of visitors learn about, plan for and participate in these trips? They most often do so with the help of a travel professional, cumulatively known as the “travel trade.”

The Travel Trade is made up of people who sell travel to the visitor. They are group tour operators (offer trips for groups of people), receptive operators (sell to group tour operators and often work with the international market) and travel agents (work directly with individual consumers). But, who sells the travel experience to the travel trade? That’s where tourism offices, Destination Marketing Organizations (DMOs), attractions and accommodations come in.

Travel Trade Shows

So – how and where do all these travel professionals connect to do business? One of the most common and effective ways for the tourism industry to work together is attending travel trade shows.

At a travel trade show, the travel trade are the “buyers” and the destinations, attractions and accommodations are the “suppliers.” These shows are typically 2- 5 days long and most often made up of a series of short appointments where the suppliers sit down with the buyers on an individual basis. That’s right – speed dating for travel!

There is always a cost for a supplier to attend a show, however, if there is a cost for a buyer to attend, it is significantly less. The reason being, the more buyers that attend, the more suppliers will want to meet with them. Also in attendance at these industry shows are sponsors. They are vendors who work within the travel and tourism industry, and might include media companies, manufacturers and others who want to do work with the buyers and suppliers. This provides a wonderful forum for people to do business! In addition to the short meetings, there are always networking events (primarily in the evenings) where all attendees can be together and build relationships.

There are several trade shows for travel trade professionals available within the industry. It can be a daunting task to determine which is the best show for you, regardless if you are a buyer or a supplier. They vary in location, size, and format. Here are a few of the top shows that should be considered for travel trade sales.

American Bus Association (ABA)

ABA Marketplace . This week-long event is the largest trade show for group tour business in the country. Over 3,500 attendees come together in January every year to kick off a new year of business opportunities. In addition to the seven-minute pre-scheduled appointments, there is a trade show separate from the meeting space filled with exhibit booths of various proportions. There are educational opportunities throughout the event as well. Free 30-minute seminars featuring personal, professional and industry training are available to all attendees every day of the event.

• Duration: 5 days
• Meetings: Pre-schedule appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: breakout sessions, education “bites,” roundtable
• Differentiator: Largest group tour show in U.S.A.

National Tour Association (NTA)

NTA Travel Exchange . NTA’s annual convention is a week-long show that happens in December and features buyers of all sizes who package travel to, from and within North America. The attendees represent the United States, Canada and 30+ countries worldwide. Different from ABA Marketplace, a component of this event is targeted toward the international market. Also offered here are seven-minute pre-scheduled appointments, a trade show separate from the meeting space and educational opportunities throughout the event.

• Educational opportunities: seminars in 4 tracks
• Differentiator: International component

Ontario Motor Coach Association (OMCA)

OMCA Marketplace . This event is basically the Canadian version of ABA’s Marketplace. The buyers who attend are primarily Canadian. This travel show is held in various Canadian destinations and takes place on an annual basis in November. This event is 3 days in length and the scheduled appointments are 8 minutes. Other than that, the format and style as far as trade show and educational sessions are similar to ABA’s Marketplace and NTA’s Travel Exchange. This conference is great for those suppliers who want Canadian business!

• Duration: 3 days
• Meetings: Pre-schedule appointments, 8 minutes long
• Educational opportunities: daily sessions for tour operators, coach operators and sellers
• Differentiator: Buyers are primarily Canadian

Travel Alliance Partners (TAP)

TAP Dance . This week-long travel show is a national conference, however at a much more intimate size. The typical attendance at TAP Dance is less than 200 people, unlike the few thousand of attendees at the other events noted above. TAP Dance is an invitation-only event, but you can request an invite. Buyers at this gathering are approximately 20 individual tour companies throughout North America who collaborate by buying and selling from each other. They make up the organization that is Travel Alliance Partners. Each partner (or buyer in this case) invites specific suppliers (called PPTPs – Preferred Professional Travel Providers) to come together at this annual event. Every supplier meets with every buyer in 25-minute meetings. The suppliers are organized in regional groups, called pods, and the individual pods meet with each buyer. This event offers a much more collaborative experience allowing for more detailed conversations and time for relationship building. The smaller size means you also get more networking time with the tour operators at meals and evening events.

• Meetings: Pod appointments, 25 minutes long
• Show: individual appointments only
• Educational opportunities: guest speakers at meals
• Differentiator: A more intimate experience

These are some of the national events that should be considered. There are also many options for local and regional travel trade shows. These events are usually shorter in length (1-2 days) and don’t often include educational seminars. A quick online search of “travel shows in x region, state, etc.” will provide options of local and regional opportunities.

Learn more about Break the Ice Media’s capabilities for travel trade sales and marketing .

Rhonda Carges

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What is a Trade Show? The Ultimate Guide

Hit by the coronavirus pandemic, the  U.S. B2B trade show market  plunged to $3.9 billion in 2020 but bounced back in a big way to reach $10.2 billion two years later in 2022. That speaks to how critical trade shows are for many B2B companies. 

So, what's so special about these major events? What makes them so appealing for start-ups and enterprises alike? In this blog post, we'll answer these questions and explain why trade shows are so important, some popular B2B tradeshows, and how you can plan for them. 

What is a Trade Show?

Trade shows, often called expos, are significant events where companies gather to showcase their latest products and services. In the bustling world of commerce and competition, trade shows are more than just corporate gatherings—they are arenas of opportunity, acting as the nexus point for innovation, collaboration, and growth. 

Both in-person and  virtual trade shows  provide a vibrant platform for interaction, negotiation, and mutual learning and serve as melting pots of ideas where the latest trends and innovations are displayed, discussed, and dissected. 

These events usually take place in spacious convention centers or on a  virtual trade show platform , with durations that vary from a single day to an entire week, primarily based on the scope and purpose of the event. 

Companies participating in a trade show often set up a booth or display where they can interact with attendees. It might involve product demonstrations, handing out promotional materials, or providing more information about the company and what it offers. 

Key Elements of a Trade Show

Exhibitors: Exhibitors are the lifeblood of trade shows, bringing many innovations, technology, and business solutions to the exhibition hall. These companies within a specific industry pay for space at the trade show to display and demonstrate their latest products or services. They utilize these spaces also to strengthen their brand image and build relationships with potential customers. 

Trade Show Booths:  The booth or stand is the physical space that the exhibitor occupies. The design and presentation of this space are crucial because it's where impressions are made. Companies often invest heavily in booth design, incorporating engaging displays, interactive demonstrations, and branding elements. The goal is to attract attendees and provide a memorable, interactive experience. 

Here are some innovative  trade show booth ideas  for your next event. 

Attendees: These are the visitors to the trade show. They are often professionals from within the industry, including potential buyers, industry analysts, journalists, and even competitors. Attendees attend trade shows to learn about the latest trends, discover new products and services, network with industry professionals, and make potential business deals. 

Seminars and Presentations:  Many trade shows feature a program of seminars, workshops, and presentations led by industry experts. These sessions offer educational opportunities for attendees, covering hot topics, industry trends, and practical skills. They also provide a platform for thought leaders to share their insights and experiences. 

Networking Opportunities:  Networking is one of the most valuable aspects of trade shows. From casual conversations at booths to formal networking events, trade shows are ripe with opportunities to connect with industry peers, potential customers, and thought leaders. These connections can lead to future collaborations, partnerships, or business deals. 

Show Services:  These include all the behind-the-scenes elements that make the trade show possible, such as logistics, technology support, event management , and marketing. These services are typically provided by trade show organizers or third-party vendors and contribute to the overall experience of both exhibitors and attendees. 

What Happens at Trade Shows?

Trade shows typically incorporate a structured event agenda that includes not just the exhibition but also keynotes, breakout sessions, and other engaging activities, ensuring participants are not merely wandering around the exhibition area for hours. 

Key activities usually include: 

• Workshops  are discussions or activities focusing on a central industry theme or topic. 
• Breakout sessions are o ften part of a workshop. These are moments when smaller groups split off to tackle more specific themes before re-joining the larger group to exchange ideas. 
• Media opportunities.  Although there might be additional costs, these offer you an extra promotion, which could result in media coverage and heightened interest. 
• Networking events .  These are hosted by some trade shows or their partners during or after the main event, offering an excellent opportunity for relationship-building. 
• Awards.  Some trade shows honor individuals who have made significant achievements or have dedicated years of service to the industry. 
• Speakers.  Industry experts, thought leaders, and speakers can draw substantial crowds if they are popular or present a unique perspective. 

By actively participating in these activities, you can enhance your visibility and awareness while forging stronger connections during the event. 

Benefits of Participating in Trade Shows

Participating in trade shows can provide B2B companies with numerous opportunities for lead generation, brand promotion, networking, and learning. It's an investment that, when correctly leveraged, can lead to significant business growth. 

Here are the top eight benefits: 

• Lead Generation:  Trade shows are excellent platforms for generating high-quality leads. As attendees are typically industry professionals with a genuine interest in your field, the chances of finding potential customers are high. 
• Brand Visibility:  Participating in a trade show can significantly increase brand visibility within your industry. A well-designed booth, attractive promotional materials, and product demonstrations can all help to create a lasting impression on attendees. 
• Product Demonstrations:  A trade show provides an ideal platform to demonstrate your products or services directly to potential customers. This opportunity to experience your offerings first-hand can often be more impactful than digital ads or brochures. 
• Networking:  Trade shows provide an excellent opportunity to network with industry professionals, potential clients, and competitors. These events can lead to partnerships, client relationships, and other beneficial business connections. 
• Competitor Insight:  Trade shows allow you to see what your competitors are doing, learn about their latest products, and understand their marketing strategies . This information can be invaluable for refining your business strategies. 
• Immediate Feedback:  Interacting with attendees allows immediate feedback on your products or services. You can better understand their needs, preferences, and pain points, which can help you refine your product offerings and marketing strategy. 
• Educational Opportunities:  Most trade shows host seminars, workshops, and keynote speeches on the latest trends and developments in the industry. These events can be valuable for gaining industry knowledge and staying up-to-date with emerging trends. 
• Building Customer Relationships:  Meeting potential clients face-to-face at trade shows can help build stronger relationships. It humanizes your business, making it more relatable and trustworthy to your clients. 

Cost of Attending a Trade Show

Attending a trade show involves a significant financial commitment, encompassing various expenses such as the attendance fee, travel, and accommodation. Consider these costs while evaluating these industry events' potential benefits and return on investment. 

As an exhibitor, your key expenses are likely to include the following: 

• Booth Space Rental:  The cost to rent a booth at a trade show varies greatly depending on the size and prestige of the event. Larger, more high-profile events typically charge more for booth space. 
• Booth Design and Production:  This is the cost of designing and creating a professional display, signage, and other materials for your booth. You might also need to hire a professional booth designer. 
• Shipping and Drayage:  You'll have to ship your booth and equipment to the trade show, which can be a significant expense, particularly for larger displays. Additionally, many trade shows charge a drayage fee to move your materials from the loading dock to your booth space. 
• Travel and Accommodation:  You'll also have to consider the cost of flights, hotels, meals, and other expenses for the staff members manning your booth. 
• Marketing Materials:   Trade show marketing  material includes the cost of creating brochures, business cards, product samples, promotional items, and other marketing materials for the event. 

If you're an attendee, your costs might be lower but still noteworthy: 

• Attendance Fee:  Most trade shows charge an entrance fee, which can vary significantly depending on the event. Some larger, high-profile events can charge several hundred dollars for admission. 
• Travel and Accommodations:  Like exhibitors, budget for flights, hotels, meals, and other travel-related expenses. 

Given these costs, as a smaller company, you may choose to attend as a visitor rather than an exhibitor. That's a perfect  trade show strategy  that will allow you to network and stay abreast of the latest industry trends without the significant expense of hosting a booth. 

However, consider the potential benefits and return on investment that exhibiting can offer. Your physical presence at a trade show can substantially elevate your visibility and credibility within your industry. 

Examples of Trade Shows 

Here are a few examples of trade shows that illustrate the diversity and potential of these events: 

• Incentive Travel, Meetings, and Events Expo — Frankfurt, Germany | Las Vegas, USA
• Asia Pacific Incentives and Meetings Event — Melbourne, Australia
• Consumer Electronics Show — Las Vegas, USA
• Kentucky Exposition Center – Kentucky, USA
• Mobile World Congress (MWC) - Barcelona, Spain
• SaaStr Annual - San Francisco, USA
• Dreamforce - San Francisco, USA
• Infosecurity Europe - London, UK 

How to Plan For Your Next Trade Show?

Planning your next trade show is a multi-step process. It is pivotal to your business's visibility and growth. From pre-event planning to post-event follow-ups , here are some essential tips to ensure your trade show participation is a grand success and contributes significantly to your business objectives. 

The key to a successful trade show lies in extensive pre-event planning . Start early for your team to secure cost-effective travel arrangements and timely accommodation. Beyond logistics, crafting a compelling pre-show campaign is critical. 

Consider aligning it with the event, whether it's a product launch or significant news. Start emailing your target audience about four to six weeks before the show to stir interest and set meetings. 

• Equip Your Teams

Ensure everyone involved—marketing, sales, and executives—are in sync and updated with all the necessary information. Mark meetings and booth hours in everyone's calendars, ideally accounting for the event's time zone.

Creating a comprehensive logistics document aids in setting clear expectations. Have a "prep call" the week preceding the trade show, covering all necessary details and updates. 

• Arrange Booth Meetings in Advance

The most rewarding trade shows involve pre-set meetings with prospects, customers, and partners at your booth. Setting an achievable goal for your team based on previous data and gradually increasing it is a good strategy. Also, maintain a shared calendar for the sales team visibility into booth schedules. 

• Stay Active on Social Media

Create consistent and engaging posts on social media before, during, and after the event to foster a sense of anticipation among attendees. Use this platform to invite them to your booth for a contest, giveaway, or demonstration, and remember to include your booth number and the event's hashtag . 

• Offer Enticing Giveaways

Fun giveaways can drive more footfall. It's worth spending a little extra on an intriguing giveaway or activity. An espresso machine or ice cream truck could serve as a great conversation starter, making way for potential opportunities. 

• Prioritize Badge Scanning

Before the trade show opens, ensure your team knows the booth layout, promotional activities, and how to use any  trade show solutions , like a simple badge scanner . The badge scanner can prove invaluable for collecting details of every visitor to your booth, eliminating the risk of losing potential leads. 

• Follow Up And Learn From The Experience

Arrange a post-show debrief call to review the event's success and identify areas for improvement. This feedback is valuable for planning future trade shows. Also, prioritize post-show follow-ups by uploading all leads into your CRM system and sharing them with your sales team within 48 hours of the event. 

This data provides invaluable insights about booth traffic, lead quality, and potential business opportunities, justifying future trade show participation. 

Make Every Interaction Count

There you have it—our ultimate guide on trade shows. Equipped with this valuable knowledge, you can easily transition from a trade show novice to a seasoned participant.  

The world of trade shows is vast and varied, but the insight, preparation, and a dash of courage genuinely make it a game-changer. So here's to making the next show the best show. 

Julie Haddix

Julie Haddix is the Senior Director, Industry Solutions for Cvent, Inc. She has worked for Cvent for over 13 years and helped to build the company’s Enterprise sales and marketing divisions, including its approach to Strategic Meetings Management. Julie has also been a part of the planning team for Cvent CONNECT, Cvent’s annual user conference, leading the event marketing and content development efforts. In her current role, she oversees strategic content direction for the event marketing and management platform. Julie graduated from the McIntire School of Business at the University of Virginia with a B.S. in Commerce and concentrations in Marketing and Management. She lives in Westchester County, NY with her husband and 2-year-old son.

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